The Role of Brand Equity in the impact of Social Media Influencers Marketing and E-Word of Mouth on Purchase Intention: A Field Study Applied on the Customers of Mobile Phone Companies in Egypt | ||
| المجلة العلمية للبحوث التجارية (جامعة المنوفية) | ||
| Article 21, Volume 47, Issue 4, October 2022, Pages 75-128 PDF (1.38 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjsc.2022.161574.1186 | ||
| Author | ||
| ندى يوسف شعبان مبارز* | ||
| قسم ادارة الاعمال، کلية التجارة ، جامعة بنى سويف | ||
| Abstract | ||
| This research discussed the role of brand equity as mediating variable, and social media influencers marketing and E-WOM as independent variables, and finally purchase intention as a dependent variable, with applied on mobile phone companies in Egypt. To achieve the objectives of the research, the researcher relied on a set of statistical techniques which represented in: descriptive statistics, correlation coefficient, structural equations model. The results of the statistical analysis showed a set of results, the most important of which is that there is a direct positive effect of social media influencers marketing on brand equity, and that there is a direct positive effect of E-WOM on brand equity, and that there is a direct positive impact of brand equity on purchase intention, and (social media influencers marketing, E-WOM) has a direct and indirect positive effect on purchase intention and brand equity mediates this relationship in mobile phone companies in Egypt. | ||
| Keywords | ||
| Influencers marketing; E-WOM; brand equity; purchase intention | ||
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